People prefer their comforting lies over the harsh reality of the truth. Your answer while perfectly rational, ignores that people aren't; his answer is more l

People prefer their comforting lies over the harsh reality of the truth. Your answer while perfectly rational, ignores that people aren't; his answer is more likely to affect change because it requires less people to admit they changed. Everyone just pretends it's still Tuna they're selling and eating. Trying to force people to accept that we're driving an animal to the brink of extinction is a far harder sell than you seem to realize; they don't accept it and can block attempts to do anything about it. It's a losing strategy that will result in extinct tuna. Finally, it's not a lie, it's a brand change and Tuna is just a word that is the brand really. Tuna should just mean any fish that can pass for tuna in the context of food. We'll call it Tuna®